Optimizely Data Platform (ODP) offers holiday recipes to help you prepare for Black Friday or Cyber Monday (BFCM) seasons. Use these recipes during the holiday season to launch campaigns that boost marketing efforts and drive results.
Configuration and recommendations
Consider the following recommendations to use the holiday recipes effectively.
- Update the content in square brackets – Update the text inside square brackets in emails and text messages before going live.
- Review the subject lines – Update the email subject lines.
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Show specific product sets in dynamic grids – Add product filters in dynamic grids with product name, brand, and more. If you are integrated with Shopify, use Shopify Product Type. See Filter dynamic grid content.
- Use an Optimizely SMS subscription – Update the Product Links in email and SMS message drafts or add additional parameters. You can find the Liquid for your website URL in Settings > Data Mapping.
Choose your recipes
- Go to Activations > Overview.
- Click Create New Campaign and select the campaign type (One-Time, Behavioral, and Web).
- Select the recipes from the recipe list. Most recipes are under One-Time campaigns, excluding Exclusive BCFM Deals – Pt. 1, Exclusive BFCM Deals – Pt. 2 and Exclusive BFCM Deals – Pt. 2.
Exclusive BFCM Deals – Pt. 1
This recipe contains a web modal, which is the first part of the three-part campaign, Exclusive BFCM Deals. The campaign consists of the following:
- A Web campaign with a web modal to collect signups for exclusive Black Friday or Cyber Monday promotions.
- A Behavioral campaign with an email to let your customers know they have opted in to exclusive Black Friday or Cyber Monday promotions.
- A One-Time campaign with an email that sends your opted-in customers special offers for exclusive Black Friday or Cyber Monday promotions.
Customers submitting this form in the web modal want to get special deals and offers from you during the holiday season. They are receptive to receiving additional messages at this time compared to other customers. This web campaign gives you a customer segment you can email or text more frequently.
When you customize the recipe, update the confirmation message of the web modal.
Exclusive BFCM Deals – Pt. 2 (Email)
This recipe contains a behavioral campaign with an email touchpoint, which is the second part of the three-part campaign, Exclusive BFCM Deals.
This behavioral campaign wants to confirm your customer's membership to your exclusive Black Friday or Cyber Monday deals.
The Black Friday VIP Opt-in filter triggers this campaign. It is automatically configured when you install the recipe. To view its definition, go to Data Setup > Filters and search for Black Friday VIP Opt-in > Campaign = Exclusive_BFCM_Deals_Pt_1. This ensures your filter captures people who opted in to your brand communications by submitting the web modal in the previous campaign, Exclusive BFCM Deals - Pt. 1.
The campaign name in the filter definition must match the name of your web campaign containing the web modal to collect opt-ins. If you rename the default name (Exclusive BFCM Deals - Pt. 1), you must update the campaign name in the filter's definition. For example, if you installed the campaign and renamed it My Exclusive Black Friday Deal Pt. 1, you must update the filter to reflect that title change.
You cannot preview your email until you capture people through the web modal, as it is an event-triggered campaign. To preview your email, you must launch the Exclusive BFCM Deals - Pt. 1 and submit the form in your web modal. The filter captures this submission event, and you can preview your email.
Exclusive BFCM Deals – Pt. 2 (Email, SMS)
This recipe contains a behavioral campaign with an email and an SMS touchpoint, which is the second part of the three-part campaign, Exclusive BFCM Deals.
This behavioral campaign wants to confirm your customer's membership to your exclusive Black Friday or Cyber Monday deals.
Similar to Exclusive BFCM Deals – Pt. 2 (Email), the Black Friday VIP Opt-in filter triggers this campaign. Follow the steps mentioned previously to view the filter details.
Follow the rules in Exclusive BFCM Deals - Pt. 1 when renaming your campaigns.
When you switch to the SMS touchpoint, the message copy contains a placeholder for your brand’s name and Liquid for your website.
You cannot preview your email and SMS until you have captured people in the web modal because the campaign is triggered by a filter. To preview your email, launch the Exclusive BFCM Deals –Pt. 1 and submit the form in your web modal. The filter captures this submission event, and you can preview your email and SMS.
Exclusive BFCM Deals - Pt. 3 (Email)
This recipe is a one-time campaign with an email touchpoint. This is the third part of the three-part campaign, Exclusive BFCM Deals.
Use this campaign to send exclusive offers to customers who opted into your Black Friday/Cyber Monday promotion. You can also add follow-on messages.
The email contains a Dynamic Grid with ODP product recommendations. Similar to the email in Part 2, apply specific product filters to your recommendations. If you are a Shopify user, you can apply a Shopify Product Type, clone the dynamic grid, and then update the product filter with another Shopify product type to have multiple sections offering different types of products. For example, you could show Jackets & Coats in one section and Shirts & Tops in the next.
Exclusive BFCM Deals - Pt. 3 (Email, SMS)
This recipe is a one-time campaign with an email and an SMS touchpoint. This is the third part of the three-part campaign, Exclusive BFCM Deals.
Use this campaign to send exclusive offers to customers who opted into your Black Friday/Cyber Monday promotion. You can add follow-on messages.
The email contains a Dynamic Grid with ODP product recommendations. Similar to the email in Part 2, apply specific product filters to your recommendations. If you are a Shopify user, you can apply a Shopify Product Type, clone the dynamic grid, and then update the product filter with another Shopify product type to have multiple sections offering different types of products.
The SMS contains a placeholder for your brand’s name and Liquid for your website.
Flash Sale for Discount Users (Email)
Use this one-time campaign to target customers who use discounts codes by using a segment of shoppers whose Discount Usage is Always and Sometimes.
If you want to use a discount code for this campaign, update the content to include it.
If you are a Shopify user, you can apply a Shopify Product Type, clone the dynamic grid, and then update the product filter with another Shopify product type to have multiple sections offering different types of products.
Flash Sale for Discount Users (Email, SMS)
Use this one-time, omnichannel campaign to target customers who use discount codes by using a customer segment whose Discount Usage is Always and Sometimes. This campaign is omnichannel and sends your email and SMS at the same time on the same touchpoint.
If you want to use a discount code for this campaign, update the content to include it.
If you are a Shopify user, you can apply a Shopify Product Type, clone the dynamic grid, and then update the product filter with another Shopify product type to have multiple sections offering different types of products.
Your SMS contains placeholders for your brand’s name, your discount code, and your site’s URL.
Flash Sale to Nudge Shoppers (Email)
This one-time campaign lets you reach customers on the verge of purchasing. The campaign targets customers whose Order Likelihood is Likely, Very Likely, or Extremely Likely.
If you are a Shopify user, make this Flash Sale email specific to a Product Type by applying a Product Type filter to your dynamic grid inside your email. You can also apply any other type of product filter, like brand name or price range.
Flash Sale to Nudge Shoppers (Email, SMS)
This one-time campaign lets you reach customers on the verge of purchasing. The campaign targets customers whose Order Likelihood is Likely, Very Likely, or Extremely Likely.
If you are a Shopify user, make this Flash Sale email specific to a Product Type by applying a Product Type filter to your dynamic grid inside your email. You can also apply any other type of product filter, like brand name or price range.
Your SMS contains placeholders for your brand’s name and your site’s URL.
Seasonal Gift Shoppers (Email)
Capture seasonal gift customers who only buy from your brand during the holiday season with this one-time campaign, which uses a dynamic grid with the Best Selling Products filter.
The Best Selling Product filter in the dynamic grid takes data from the previous year, but you can change the timeframe.
By default, the recipe’s segment targets customers who did not purchase from your brand between January 1 - October 31 but purchased between November 1 - December 31. You can update the segment if you have different seasonal customers. For example, you can include the customers who purchase around Valentine’s Day, Mother’s Day, or Father’s Day.
7 Days until Black Friday (Email)
Use a countdown email to make your customers anticipate your Black Friday or Cyber Monday sales. You can use this as a single message or install the three-day and one-day countdown emails.
The email contains a dynamic grid with ODP recommendations. Apply product filters to your recommendations to limit the products your email shows. If you are a Shopify user, you can use a Product Type filter to make your recommendations product-specific.
7 Days until Black Friday (Email, SMS)
Use a countdown email to make your customers anticipate your Black Friday or Cyber Monday sales. This campaign is omnichannel, containing an email and an SMS. You can use this as a single message or install the three-day and one-day countdown emails.
The email contains a dynamic grid with ODP recommendations. Apply product filters to your recommendations to limit the products your email shows. If you are a Shopify user, you can use a Product Type filter to make your recommendations product-specific.
Update your brand's name in the SMS copy.
3 Days until Black Friday (Email)
Use a countdown email to make your customers anticipate your Black Friday or Cyber Monday sales. You can use this as a single message or install the seven-day and one-day countdown emails.
The email contains a dynamic grid with ODP recommendations. Apply product filters to your recommendations to limit the products your email shows. If you are a Shopify user, you can use a Product Type filter to make your recommendations product-specific.
3 Days until Black Friday (Email, SMS)
Use a countdown email to make your customers anticipate your Black Friday or Cyber Monday sales. You can use this as a single message or install the seven-day and one-day countdown emails.
The email contains a dynamic grid with ODP recommendations. Apply product filters to your recommendations to limit the products your email shows. If you are a Shopify user, you can use a Product Type filter to make your recommendations product-specific.
Update your brand's name in the SMS copy.
1 Day until Black Friday (Email)
Use a countdown email to make your customers anticipate your Black Friday or Cyber Monday sales. You can use this as a single message or install the seven-day and three-day countdown emails.
The email contains a dynamic grid with ODP recommendations. Apply product filters to your recommendations to limit the products your email shows. If you are a Shopify user, you can use a Product Type filter to make your recommendations product-specific.
1 Day until Black Friday (Email, SMS)
Use a countdown email to make your customers anticipate your Black Friday or Cyber Monday sales. You can use this as a single message or install the seven-day and three-day countdown emails.
The email contains a dynamic grid with ODP recommendations. Apply product filters to your recommendations to limit the products your email shows. If you are a Shopify user, you can use a Product Type filter to make your recommendations product-specific.
Update your brand's name in the SMS copy.
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